Businesses can leverage AI in several ways to improve their competitiveness in the digital market. Here are some strategies and techniques:

1. Customer Experience Personalization: AI can help businesses understand their customers better by analyzing data from various touchpoints. This allows businesses to offer personalized services and products, thereby enhancing the customer experience and fostering loyalty.
2. Efficient Decision Making: AI can help businesses make data-driven decisions. Machine learning algorithms can provide predictive insights, while AI-powered business intelligence tools can visualize data in a meaningful way. This leads to better decision-making that can drive business growth.
3. Cost Savings through Automation: By automating routine tasks with AI, businesses can reduce operational costs and increase efficiency. For instance, customer service chatbots can handle common queries, freeing up time for human staff to deal with more complex issues.
4. Improved Product and Service Offerings: AI can help businesses improve their products and services based on customer feedback. Sentiment analysis can be used to analyze customer reviews, while machine learning can identify patterns and trends that can inform product development.
5. Effective Marketing: AI can enhance marketing efforts by predicting customer behavior, personalizing marketing messages, and optimizing marketing campaigns for better return on investment.
6. Supply Chain Optimization: AI can be used to improve supply chain operations, predicting demand and supply trends, optimizing logistics, and reducing waste.
7. Cybersecurity: With the increasing rate of cyber threats, AI can help businesses improve their security posture. Machine learning algorithms can detect abnormal behavior or suspicious patterns, providing an additional layer of security.
8. Sales and Revenue Optimization: AI can help businesses optimize their sales processes by identifying potential leads, forecasting sales, and providing insights on cross-sell and up-sell opportunities.

In conclusion, by leveraging AI, businesses can gain a competitive edge in the digital market through enhanced decision-making, improved efficiency, personalized customer experiences, and innovative product offerings. However, it's crucial for businesses to ensure they have a robust data governance policy in place to address potential ethical and privacy concerns associated with the use of AI.